A few weeks ago I shared a concept from Claude Hopkins about tapping into existing demand. Hopkins emphasized targeting consumers who are already inclined to buy or are predisposed to a product category.

He believed that trying to convert people who are not interested in or familiar with a product category is inefficient and costly, as it takes considerable effort to change behaviors and attitudes.

Anyways…

I gave an example about how you should advertise oat milk to people who already enjoy oat milk instead of trying to convert dairy milk drinkers. Well, I discovered this ad this week and thought it was a fitting example of exactly that!

📓 Problem > Agitate > Solution

The PAS (Problem-Agitate-Solution) framework is a powerful and proven approach for crafting persuasive copy and video scripts. Its simplicity makes it highly effective, especially when targeting problem-unaware audiences.

This framework excels in two key areas:

• Capturing attention by highlighting a problem your audience may not even realize they are experiencing.

• Heightening urgency by intensifying the perceived severity of the problem, driving the need for immediate action.

Here’s a clear example of how this framework can be applied:

The script reads as follows:

//PROBLEM

Here are three dog facial features that are actually red flags.

1. Runny nose
2. Watery eyes; and
3. Gunky ears

//AGITATE

What dog parents often don't realize is that these things are often tell-tale signs your dog is silently dealing with seasonal allergies and needs your help.

So, how can you do this?

//SOLUTION

Well here's a surprising part: Focus on their gut health.

You see while most dogs parents start trying ineffective balms or creams, they simply dont realise that the way to help your dog deal with airborne allergens like pollen is through adding good probiotics into their gut.

Because put simply, the science is now clear that their gut controls everything. Your dog's skin health immune system eye health ability to deal with allergens is all heavily influenced by the fine balance of good and bad bacteria in your dog's gut.

This exactly why thousands US dog parents struggling with seasonal allergies are turning a new probiotic chew from PetLab.

Each chew is packed will billions of highly specialized probiotic strains to help your dog's body properly defend itself against allergens.

But don't take my word for it. Just listen to these loving US dog parents who can't live without it.

Started using the pet lab coach shoes now his ears don't have that smell anymore.

His ears no longer smell he's not chewing as paws apart and you'd barely itches. She was looking at her paws quite a bit so we found these probiotic chews, the itching started to subside.

Learn more about below.

I like using frameworks like PAS because it forces me to think in a more intentional way about my client’s product or service. It’s like a checklist to make sure my ads include elements they need to succeed.

Often times I see ads that fail to communicate clearly because the person creating the ad has added context that the audience does not. This causes the ad itself to lack information that’s crucial for the audience.

Here’s a deeper look at the PAS framework:

1. Problem:

At its core, this step is about discovery. You’re not just stating an issue; you’re surfacing something the audience might be unaware of or only vaguely conscious of. The key here is to identify a pain point they haven’t fully acknowledged yet—something lurking beneath the surface. By doing this, you're positioning your message as both insightful and relevant.

• Example: "Do you ever feel like you're always busy but never really productive? Like the day slips by, but nothing meaningful gets done?"

2. Agitate:

Here, you dig deeper into the emotional impact of the problem, stirring feelings of discomfort, frustration, or anxiety. You’re not merely pointing out a problem; you’re amplifying it by connecting it to the pain and consequences that come with ignoring it. This step should create an emotional response that makes the problem feel urgent and in need of a solution.

• Example: "That constant overwhelm leads to burnout, missed opportunities, and a lack of progress in both your personal and professional life. Before you know it, days turn into weeks, and you're stuck in the same cycle, spinning your wheels but going nowhere."

3. Solution:

The final step provides relief. After building tension and making the audience feel the weight of their problem, you offer a clear, actionable solution that alleviates their pain. Importantly, the solution should feel like a natural next step—something that resolves the agitation and restores peace or progress.

• Example: "But it doesn’t have to be that way. With [product/service], you can take control of your day, focus on what matters most, and finally break free from the cycle of unproductive busyness."

🧠 Clever ads of the week

Creative way of playing with the medium:

Your weekly highlighter ad:

🏆 Placement of the week

🗣️ Quote of the week

🙋‍♂️ Need help with your ads?

Last month, my clients made $1,743,191 in net revenue from $265,324 in Meta spend. That’s a 15.2% cost of marketing.

I might be able to help if:

• Meta ads is a significant revenue source

• You require lead generation for a service business

• >$10,000 monthly ad spend

• >$5,000 average ticket value

Send me an email and let’s chat: [email protected]